Skip to main content
Western Kentucky University


The WKU Elizabethtown-Fort Knox campus will be closed Saturday, January 24 due to inclement weather.

Market Motive - Pay Per Click

Pay Per Click Advertising (35 Hours)

With your competition getting smarter every day, it's critical not only to have a strong foundation in pay-per-click principles, but an advanced understanding in keyword research, ad copy, formula-based bidding strategies, PPC economics and customer psychology. Join Brad Geddes and Bryan Eisenberg for a no-nonsense approach to PPC education, as you learn a comprehensive, cross-discipline approach to designing, building, and maintaining your PPC programs.

Recommended prerequisites: Fundamentals: PPC

This course qualifies graduates for OMCP® Certification.


Sections Include:

Section 1: Introduction to PPC Advertising

Start with an overview of paid search and the underlying principles of direct response advertising in general, including the goals of search engines, advertisers, and customers. You'll cover everything from PPC user psychology to breaking down the various stages in the buying cycle.


Section 2: Introduction to Keywords and Match Types

Study the basis for all PPC advertising: keywords. Understanding the connection between strategically placing keywords in your ads, and using match types to connect those ads with user search queries, is a critical skill to master for successful paid search campaigns. Along with the initial keyword video, you'll also take a look at match type options and integrating negative keywords into your campaigns.


Section 3: Writing Effective Ad Copy & Introduction to Landing Pages

At the heart of every PPC campaign is the ad itself. It's also where art meets science when your expertly researched keywords join with your keen sense of style. And in a sea of competing PPC ads and organic search results, your ad copy is what determines whether potential customers click on your ad — or go elsewhere with their business.


Section 4: AdWords Editor

You've selected your keywords, written your ads, and designed quality landing pages. You're ready to flip the switch and go live, right? Not so fast. Before launching your ad campaigns there are still a number of decisions to be made: network decisions, location targeting, bid options, language settings, and ad rotation are all important considerations that can impact the effectiveness of your campaign tremendously.


Section 5: Conversion Tracking, Bidding, & Reporting

Understanding bidding formulas, goals, and conversion data is essential for any successful paid search campaign. Bid too much and you'll overextend yourself and wipe out your profits; bid too little and you could miss out on a great deal of qualified traffic. In this module Brad covers the multiple bidding options available to you, from full control over your bids all the way to a completely automated bidding system.


Section 6: The Content / Display Network

Now that you've mastered the fine art of the search network, you can set your sights on the ever-growing content and display networks. These opportunities not only expand the reach of your ads, they also expand the types of ads you can offer.

In this module Brad gives you all the information you need to understand the broad content network (or the display network if you are dedicated to Google), including ad type options, ideal settings, tracking content network ads, and best practices and pitfalls for this powerful ad tool.


Section 7: Account Organization

While great ads will make a drastic difference in a campaign's success or failure, proper account organization lets you set exact expectations for each campaign. From controlling ad groups to match type decisions, generating keyword combinations, and micro control over landing pages, smart account organization can protect your budget's bottom line and make sure your ads and landing pages are seen in the most optimal manner.


Section 8: Quality Score

For a long time, ad position was determined solely by how much you were willing to bid. Then quality score became an important, if elusive, variable. Now, paid search has grown in sophistication, and PPC experts are masters of click through rate, landing pages, relevance, and a slew of other factors that determine where your ad is positioned against the competition. In this module, Brad outlines the major factors you need to focus on when building your ads, and exactly how to balance your max cost-per-click with a solid quality score to get the optimal ad position for your product or service.


Section 9: Testing & Advanced Landing Page Strategy

So far you've focused on creating and optimizing ads. But what happens after the research is done, the ads are created, and the campaigns are launched? How do you know what's working, what's not working, and where you should focus your efforts? In this module, Brad explores the strategies and best practices for running ad and landing page tests that will save you a lot of time — and even more money.


At the conclusion of this course, you will receive a Certificate of Completion from WKU.

Note: documents in Portable Document Format (PDF) require Adobe Acrobat Reader 5.0 or higher to view,
download Adobe Acrobat Reader.

Note: documents in Excel format (XLS) require Microsoft Viewer,
download excel.

Note: documents in Word format (DOC) require Microsoft Viewer,
download word.

Note: documents in Powerpoint format (PPT) require Microsoft Viewer,
download powerpoint.

Note: documents in Quicktime Movie format [MOV] require Apple Quicktime,
download quicktime.

 Last Modified 9/25/14